YouTube is working with music industry partners on how AI-generated music should be handled on its video platform. The company says it wants to support new creative uses of AI while protecting artists’ work, and is developing an approach that could include compensation for participating rightsholders.
An incubator to shape YouTube’s approach
YouTube has launched the Music AI Incubator, a program intended to inform its decisions about AI. It will work with artists, songwriters and producers, giving people across the industry a role in determining how the company proceeds.
The initial effort is being conducted with Universal Music Group (UMG) and a roster of its talent. Participants include songwriter and producer Anitta; songwriter, producer and entrepreneur Björn Ulvaeus; musician, composer and producer Don Was; Columbian musician Juanes; producer Louis Bell; composer Max Richter; songwriter and producer Rodney Jerkins; singer-songwriter Rosanne Cash; songwriter and producer Ryan Tedder of OneRepublic; rapper, musician, entrepreneur and philanthropist Yo Gotti; and the estate of Frank Sinatra.
The mix of contributors reflects the range of roles involved in making music. YouTube says input from artists and other music professionals will help inform both the opportunities AI creates and the protections needed as the technology develops.
Compensation and permission are central concerns
UMG has been more cautious about AI. Earlier this year, it asked streaming services like Spotify to prevent AI companies from using its music to train their models. It also issued copyright strikes on AI-generated YouTube videos that used its artists’ work.
The dispute goes beyond where an AI-generated track is distributed. A central concern for rightsholders is that existing work could be used to train AI models and then reused to produce new material without permission or compensation. YouTube and UMG’s collaboration is intended to help develop a framework that addresses those concerns.
YouTube points to its past efforts to balance copyright interests with the creative community on its platform. It cites Content ID, a system that ensures rightsholders are paid when their content is used on YouTube, as an example of how it has handled that tension.
The company suggests that a comparable system could have a role in AI music, though participation would be a choice for music partners. It has not yet explained the specific technologies or monetization opportunities it plans to use, so how compensation would work remains an open question.
Trust, safety and future details
YouTube also says that safeguards will matter as it develops its AI music plans. The company already has policies covering technically manipulated content designed to mislead viewers, and it wants to expand its systems to address risks involving copyright abuse, misinformation and spam.
It says it plans to use AI technologies to identify this kind of content. That makes detection part of the proposed response: alongside considering new creative uses and payment models, YouTube says it will work to recognize harmful or abusive uses of generative AI.
For now, the company has outlined goals rather than a complete operating model. It says it will share more information in the future about the technologies, monetization opportunities and policies being developed for AI music.
YouTube CEO Neal Mohan framed the effort as dependent on the success of its partners. He said the company wants to embrace AI in a way that supports artists, songwriters, producers and the wider industry while creating value for fans and expanding creative possibilities.
The incubator is an early step in that effort. Its eventual impact will depend on the details YouTube has yet to provide, including how music partners can participate, how rights are protected and how compensation is determined.